Brand Tone

Empowering, Caring, Conscious, Expert, Results-Oriented, Friendly, Approachable, Value-Driven

Brand Values

• •Valuing Beauty
• •Quality and Results
• •Innovation
• •Customer Commitment
• •Transparency and Ethics
• •Respect for the Environment
• •Synergy and Teamwork
• •Accessibility
• •Diversity and Self-Expression

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (Empowering, Caring, Expert, Friendly, Value-Driven) and values. Provide examples of "do's and don'ts" for language, specific keywords to use (e.g., "natural," "vegan," "cruelty-free," "results," "celebrate," "nourish," "sustainable"), and a persona that embodies the brand voice.
• •Prioritize "You" Statements: Focus copy on the customer, their needs, their aspirations, and how Griffus products can help them achieve their hair goals and align with their values. (e.g., "Unlock *your* hair's potential," "Because *your* natural beauty deserves to shine").
• •Highlight Core Values Consistently: Weave in mentions of vegan, cruelty-free, and environmental commitments naturally across different content pieces, not just in dedicated "About Us" sections. This reinforces brand identity and appeals to conscious consumers.
• •Show, Don't Just Tell: Instead of just saying "high-quality," mention key ingredients and their benefits (e.g., "Macadamia penetrates the hair and keeps it moisturised, helps reduce frizz..."). Use customer testimonials and user-generated content to provide social proof of product efficacy and the positive experiences associated with the brand.
• •Maintain Consistency Across All Channels: Ensure that the tone of voice and core messaging are consistent whether it's on the website product descriptions, social media posts, email marketing, or customer service interactions. This builds a cohesive and recognizable brand identity.

Social Perception

Positive, Ethical & Trustworthy, Specialized for Curls, Good Value

Copy Examples

• •Headline: Embrace Your Unique Curls. Naturally. Body: Tired of fighting your frizz? Discover Griffus Love Curls, formulated with nourishing Brazilian botanicals. Our vegan and cruelty-free blends hydrate, define, and celebrate every single strand. Because your natural beauty deserves to shine. #GriffusCurls #VeganHaircare #BeIncredible
• •Headline: Real Results. Responsible Beauty. Body: At Griffus, we believe you shouldn't have to choose between stunning hair and your values. Our Peta-certified vegan formulas and biodegradable packaging mean you can achieve the healthy, vibrant hair you desire, while caring for the planet. Experience the Griffus difference.
• •Headline: Unlock Your Hair's Potential. Body: From loose waves to tight coils, Griffus offers the perfect solution to nourish, define, and protect your hair. Our innovative, high-quality ingredients deliver visible results you'll love. What will your hair achieve today? #GriffusHair #HairGoals #QualityCosmetics
• •Headline: More Than Just Haircare, It's Self-Care. Body: Indulge in the rich textures and delightful scents of Griffus. Our commitment to quality and your well-being means every wash, condition, and style is a moment to cherish. Treat yourself to hair that feels as good as it looks. Subscribe and save for effortless beauty delivered to your door!
• •Headline: Join the Griffus Family & Let Your Beauty Flourish! Body: Discover why thousands in Europe are falling in love with Griffus! From our curl-loving lines to our eco-conscious values, we're dedicated to helping you look and feel incredible. Share your #GriffusGlowUp with us!